An observation program residing within a processor receives and detects content which includes at least one term. The detected term(s) is then removed from the content, and is replaced by inserting a hyperlink relating to the term(s) while applying replacement rules to the content. The processor replaces the term(s) using an automatically generated designator string which includes a user identification associated with a recipient of the content. The observed content including the hyperlink is provided to a client device for presentation to a recipient.